Optimalisasi Marketing Digital Communication dalam Persaingan Bisnis Retail di PT Matahari Lippo Mall Kramatjati - Andani, Asrie Permata; Junaidi, Ahmad (Fakultas Ilmu Komunikasi Universitas Tarumanagara, 2025)
The Indonesian retail industry is facing significant changes due to digital transformation, which is driving shifts in consumer behaviour and increasing the dominance of e-commerce. PT Matahari Department Store Tbk's Lippo Mall Kramat Jati branch is one of the outlets that has been able to survive amid these challenges. This study uses a descriptive qualitative approach with a case study method. This study analyses the effectiveness of message delivery, interaction with consumers, and the use of digital technology. Data was collected through in-depth interviews with management and employees, as well as observation and documentation. The results show that PT Matahari implements a multi-platform digital marketing communication strategy, which includes social media, direct messaging, loyalty programmes, referrals, and an omnichannel approach. This strategy has proven to increase customer engagement, expand brand reach, and maintain consumer loyalty. However, obstacles are still found in the adaptation of human resources to technology and limited training. This study concludes that an integrated, personalised, and data-driven communication strategy is the key to successfully maintaining retail existence in the digital era, as well as the importance of strengthening internal capacity so that strategy implementation runs optimally. Industri ritel Indonesia menghadapi perubahan signifikan akibat transformasi digital yang mendorong pergeseran perilaku konsumen dan meningkatnya dominasi e-commerce. PT Matahari Department Store Tbk cabang Lippo Mall Kramat Jati menjadi salah satu gerai yang mampu bertahan di tengah tantangan ini. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Penelitian ini menganalisis efektivitas penyampaian pesan, interaksi dengan konsumen, serta pemanfaatan teknologi digital. Data dikumpulkan melalui wawancara mendalam dengan pihak manajemen dan karyawan, serta observasi dan dokumentasi. Hasil penelitian menunjukkan bahwa Matahari mengimplementasikan strategi komunikasi pemasaran digital berbasis multi-platform, yang mencakup media sosial, pesan langsung, program loyalitas, referral, dan pendekatan omnichannel. Strategi ini terbukti mampu meningkatkan engagement pelanggan, memperluas jangkauan merek, dan mempertahankan loyalitas konsumen. Namun, kendala masih ditemukan pada adaptasi sumber daya manusia terhadap teknologi dan keterbatasan pelatihan. Penelitian ini menyimpulkan bahwa strategi komunikasi yang terintegrasi, personal, dan berbasis data menjadi kunci keberhasilan mempertahankan eksistensi ritel di era digital, serta pentingnya penguatan kapasitas internal agar implementasi strategi berjalan optimal.